Together with
The Future. The beer empire behind Bud Light and Stella Artois has dreams of the big screen and has brought in a new partner to help double down on those dreams. Considering how many brands are now looking to film and TV as a way to eventize their marketing, AB InBev may have the money and influence to make a blockbuster right out the gate… and re-establish a new kind of marketing flex.
Product programming
AB InBev has hired Superconnector Studios, run by the creators of CAA’s first marketing consultancy, to help connect it with studios and production companies.
- Superconnector had previously made headlines by partnering with LVMH on its own in-house production company, 22 Montaigne Entertainment, and helped build Nike’s own Waffle Iron Entertainment.
- AB InBev is looking to develop, produce, and finance projects around the creation of its brands and beverages, which has worked successfully in recent years with titles like Flamin’ Hot (Hot Cheetos), Air (Nike), and The New Look (Dior).
Last year, AB InBev tapped Sugar23 to build its own in-house entertainment company, DraftLine Entertainment. Sugar23 is still working with AB InBev on titles, but it seems to have shifted to running “The Way Upfronts” to help as many brands as possible.
AB InBev’s partnership with Superconnector may show that the company still wants some mostly one-on-one attention… and its marketing execs don’t want to make any more wrong moves.
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